In a crowded marketing landscape, brands today are making an effort to appear more authentically in culture rather than intrusively appearing around it. Brands like Mars Wrigley’s 5 Gum and General Mills are hoping their investments in music marketing will help.
“From a marketing standpoint, when music is really leveraged appropriately and strategically, it can be a massive catalyst for brands,” said Mauricio Barreda, strategy lead at Mother in LA. “It can really help you build that affinity, that connection to your core audiences, to the groups and communities you’re trying to connect with.”
Last month, 5 Gum hired rapper J.I.D to release a new track available only to five fans. It’s unclear how the stunt performed as the brand is still wrapping up the campaign. The financial agreement was not made available. This builds on last year’s work in which the gum brand rolled out a collaboration with rapper Yungblud. That collaboration led to 5.5 billion earned media impressions, a bump in web traffic, social engagements, and share of voice, according to Scott Paul, brand manager on 5 Gum. He did not provide further figures. Next year, that work will continue, he added. It’s unclear how much the Mars Wrigley brand spends on music marketing as Paul declined to offer details.